Fremantle Myer's $30m makeover will 'rival' Claremont Quarter

By Courtney Trenwith

August 8, 2011 — 7.57am

A planned $30 million upgrade of the dilapidated Myer building in Fremantle will create a new shopping precinct that will rival the up-market Claremont Quarter, the Fremantle Chamber of Commerce claims.

The desperately needed development, lodged with council last week, is expected to be enough to convince the department store to remain in the city amid speculation that it would close when its lease finished mid-next year.

An artist's impression of what the refurbished Myer Fremantle building may look like.

As part of the upgrade, the 40-year-old building will be opened up to create shop frontage onto Kings Square, while a balcony and 500 square metres of commercial office space will be added to the third floor.

Assuming Myer remains at the site, dozens more retailers would take up about half of the 18,000 square metre floor space, which is presently unused, Fremantle Mayor Brad Pettit said.

Advertisement

The City of Fremantle Council, which has collaborated on the development proposal with the building's previous owner Luke Saracini, its new owner Sirona Capital (it is under contract) and Myer, supports the proposal and is expected to approve it by next month.

Fremantle Chamber of Commerce chief executive officer Peter Nolan said it would provide a much needed boost to the city's ailing retail sector.

It would likely include boutique and specialty stores that targeted shoppers' high-end discretionary spending, which would draw consumers from other areas, particularly nearby Claremont Quarter, which opened earlier this year and features Myer rival David Jones.

"That would be the hope," Mr Nolan said.

"Claremont Quarter has created an attractive destination but it's not for everybody. I would much prefer the high-street appeal, outdoor experience than the inside environment.

"The consumer will go to the environment that they think is the nicest environment. Fremantle has huge competition over a mall - it's vibrant, you can have a coffee, go for a walk and wander around the historic area. Adding more retail is just adding more opportunity to the city."

However, Claremont Mayor Jock Barker denied the proposed development would have any impact on Claremont Quarter.

"It wouldn't impinge at all," he said. "There's no comparison between Claremont's reputation for up-market shopping and Fremantle's.

"Even if it's upgraded it still wouldn't rival. Claremont is more closely aligned with Double Bay, unlike a port city."

Mr Barker said a $3.5 million upgrade of the Bay View Terrace streetscape, including more alfresco dining, new trees and angled car parking, as well as planned new bars and restaurants would make it even harder for Fremantle to compete.

"It'll have a huge impact because it'll look like a slice of Europe but it'll be a very up-market slice of Europe," he said.

Sirona Capital managing director Matthew McNeilly said while it was still early days, he wanted to see mid to high-end retailers join the centre.

He had no doubt it could compete against Claremont Quarter and Garden City Shopping Centre in Booragoon.

"A lot of people live in that neck of the woods [and] there's a bourgeoning population south of the city [of Fremantle], as well. We'd be attracting people from there," Mr McNeilly said.

"I look at Fremantle and it's long overdue for a make-over. I suspect that largely what's holding the place back is some willingness to spend some money down there.

"The council is supportive of developing a new vision for the area and we as a developer/financier are prepared to back that vision and help realise it."

Mr Pettit said the Myer building make-over would be the catalyst for the city's rejuvenation.

"I hope it will really start the rejuvenation of retail in Fremantle as an eclectic centre," he said.

"It's looking a bit tired and rundown and in need of a face lift. This will start it off."

The development application is due before council within a month.

Construction would start mid next-year and take about 12 months, during which Myer would vacate, Mr Pettit said.